Session: 1234567891011121314151617         Page 601602603604605606607608609610611612613614615616617618619620621622623624625626627628629630631632633634635636637638639640641642643644645 of 824

And I would guess that if I hadn't happened to have been the chief executive officer and kept barging in to the magazine development group and saying, “Hey, how're we doing?” that it might have died a peaceful death. But I did pursue it and going back to your previous comment, I said, “We've got to be able to call it People because there is no other title that will go straight to the mind of the potential buyer. You can call it You, or Us, or They, or anything else, it won't work. It's got to be called People.” So the lawyers had to go to work to try to clear the thing. And or course, it turned out that there were one other. There was a local paper some local sheet somewhere called People, and they wouldn't sell out. Then we finally had to call it People Weekly. That distinction is enough, legally, to clear you. But we overcame that and went ahead and decided that for the first time in the history of Time Inc., that we would have a test issue; act as if we were launching, but in fact, launch it only in ten markets but with all the accompanying noises, all the promotion so on. We did T.V. spots, radio spots, and ads, and-

Prior to this all other magazines were launched in all markets that way. They weren't tests?

All you did was a mail test. All we did.

And then a full launching?

And then a full launching, yes.